South Korean skincare brand Torriden set a new sales record during CJ Olive Young’s “OL-Young Sale” live broadcast in March 2025, emerging as the top-performing beauty brand for the event. The brand’s flagship product, the Dive-In Low-Molecular Hyaluronic Acid Serum, known for selling at a rate of one bottle every five seconds, has now hit 11 million units sold to cement its mega-hit status.

The seven-day sales event, held from March 1st to 7th, featured a live broadcast on March 2nd that generated tens of millions of won in revenue alone, CJ Olive Young and Torriden said on Sunday. The serum has accumulated over 60,000 reviews on Olive Young’s platform, boasting an impressive average rating of 4.8.

Founded in 2015, Torriden was inspired by Torridon, a pristine island in Scotland from which the brand takes its name. The company remained relatively low-profile for years until 2022, when it fully embraced the clean beauty trend by redesigning all packaging and labels to be transparent. This shift helped the brand earn the nickname “the serum house” among Korean consumers.

The transformation marked a turning point. Torriden’s collaboration with Olive Young drove explosive growth with sales exceeding 100 billion won ($68.3 million) at the retail chain alone in 2024, and the brand’s average annual sales growth rate at Olive Young hit an extraordinary 250 percent over the past three years. Torriden’s total sales in 2024 reportedly totaled around 190 billion won.

Torriden has also positioned itself as Korea’ first “conscious beauty” brand since the second half of 2024, targeting consumers seeking authenticity and value-driven choices.

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